Playmeter May 2013 : Page - 35

Dream Raiders GRID Deluxe 42 MDX Operation Ghost Sonic Sports Basketball, one of four sports games with the Sonic name. Key Master Green, one of seven bold colors. Virtual Tennis 4 Deluxe Cabinet we’ve done with Pop Cap Games, the developer of Bejeweled, will result in games that occur as relevant, contem-porary, “fashionable,” and fun. We’re working toward creating con-tent that engages the player in a man-ner that extends past the two or three minute experience of today’s games. Expanding the confines of a game play experience outside the restrictions of the appliance-like box we’re currently limited by will generate dramatic and positive results for the entire industry. To succeed we must remain relevant and to achieve that we must occur to players as an opportunity they want to engage—an opportunity through which they’re both challenged and gain a sense of community in a much bigger universe than a high score table on a video game. Offering players the opportunity to remain engaged with pay-for-play games “after” the initial play and away from the game creates the relevance our industry is so much in need of. The company has a long history going back to 1940 with Service Games and becoming Sega Enter-prises in the 1960s with the merger PLAY METER of Rosen Enterprises and Service Games. A great deal has happened since then. What have been some of the milestones in the last 20 years? Williams: Sega has been on the cut-ting edge of entertainment for many, many years. Looking back at the last 20 years, you can find a number of milestones, not the least of which was the meteoric rise of what is today the most recognized character to ever come from a video game: Sonic. At one point in the mid-’90s, Sonic had a global Q Rating higher than Mickey Mouse. More people knew who Sonic was than Mickey Mouse, the face of one of the biggest entertainment conglomerates on the planet. Since the ‘80s Sega has been at the leading edge of arcade technology and in the ‘90s, we made the leap into 3D with two unbelievably successful titles, Virtua Fighter and Daytona U SA. These games weren’t small steps up the evolutionary ladder of technology; these were light year leaps ahead of anything anyone had seen before. In 1994, Sega redefined what a location based entertainment center could be with the opening of the first 35 of three Joypolis Amusement Parks in Japan. These parks feature the latest amusement attractions, many of which are proprietary and one of a kind. In 2009, Sega unveiled another concept in location based entertain-ment with the opening of Sega Repub-lic in the United Arab Emirates, a mammoth amusement center in the newly opened Dubai Mall, literally in the shadow of the Burj Khalifa, the world’s tallest building. In the late ‘90s and into the first half of the next decade, Sega enjoyed enormous success with two completely out-of-the-box amusement products, Derby Owners Club (DOC) World Edi-tion and a franchise of card dispensing games including Mushi King, Dino King, and Love & Berry. Both DOC and our series of card dispensing games delivered unique and com-pelling game play experiences unlike anything that came before. In 2004, Sega merged with Sammy to form Sega Sammy Holdings Inc. Bringing together the individual strengths of each company has created an amusement industry power house. Today, we find ourselves with what I believe to be the best and widest selection of games in the pay-for-play industry. From Video Driving to Arcade Sports, Vid-Demption to Photo-Tainment, Mechanical Ticket Redemp-tion to Action Adventure Games and of course, award winning High Value Prize Merchandisers. It may sound cliche but I think it’s appropriate to say, Sega’s got it all. Merchandisers (or self-redemp-tion) are very popular today. How important is the recognition that Sega received for Key Master with Play Meter’s Operators’ Choice Award? Keil: We feel deeply honored and humbled by this recognition. The oper-ators are the backbone of our industry and it’s tremendously rewarding to know we’re helping their business with the products we’re creating. To be acknowledged by the operating com-MAY 2013

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